Money and exposure may be the major reasons for celebrities' newfound love of endorsements. It makes sense for us to examine celebrity branding more closely so that we can use it more judiciously.
Types of Celebrity Endorsements
Celebrity branding has many aspects. A subtle change in the type of branding used can result in either a great success or a dismal failure. Celebrity branding falls into five general categories:
- Testimonial: The celebrity acts as a spokesperson for the brand.
- Imported: The celebrity performs a role known to the audience.
- Invented: The celebrity plays a new, original role.
- Observer: The celebrity assumes the role of an observer commenting on the brand.
- Harnessed: The celebrity's image is integrated with the ad's storyline.
Anyone who is famous may be the right celebrity. However, the appropriateness of the celebrity largely depends on the product or service. Most advertisers insist that their celebrity spokespeople have charisma and current popularity. That is why we see more movie and television stars, athletes, real-life heroes, and musicians acting as brand ambassadors in the market.
Some celebrities may have great market value but fail to perform well for the brand. The more intense the celebrity's involvement in the campaign, the more value he or she adds to the promotion. Celebrities often attend all events associated with the brand, including its launch party, fairs, and expositions. They are featured in ad campaigns, recommend the brand in conferences and interviews, and function as moderators at trade shows.
Selection of the right celebrity is crucial. The needs of the brand—rather than the fame of the celebrity—should be the primary criteria when selecting a celebrity spokesperson. The celebrity's physical attractiveness, values, and credibility also matter tremendously. However, it would be suicidal to forget about the target audience. The audience that loves Tiger Woods will not be as impressed by Paris Hilton.
Benefits of Celebrity Branding
If used properly, celebrity branding can
- raise awareness of the brand.
- define or refresh perceptions of the brand.
- add a new dimension to the brand's image.
- attract a new audience.
- build consumers' trust in the brand.
- increase media coverage.
- mobilize public opinion about the brand.
- position the brand.
- revitalize a long-running campaign.
- breathe new life into a failed brand.
